Comcast acquires programmatic exchange platform StickyAds.tv

May 9, 2016
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Re/Code reported that American broadcasting and media giant Comcast has just acquired programmatic private exchange software provider StickyAds.tv.

Founded in 2009, StickyADS.tv is one of the leading private exchange software technology, powering 130+ private exchanges controlled by major TV broadcasters and large media groups. The platform allows publishers to build, run and operate their own video private exchange across web and mobile, allowing publishers to monetize their video content directly with their clients.

StickyAds reach is large and global, with more than 7,000 websites in 150 countries worldwide. By acquiring the French company, Comcast places itself as a leader of programmatic TV ads and content monetization. Re/Code also reports that the Paris-based startup will join Comcast’s FreeWheel unit, a premium video monetization marketplace acquired two years ago for $360M by the cable’s giant.

This move will get StickyAds closer to a certainly more receptive market, back in December Nicolas Mignot, France’s Country Manager, explained to Rude Baguette its perspective on the US: “All markets are different. UK and US are big and dynamic markets. Programmatic started there and this gives the feeling that these markets are more advanced, but it’s just a question of proportion. I wouldn’t say continental Europe markets are late, but it’s just that they approach programmatic differently. They are slightly more protective while UK and US are fast movers.”